Marmite appeals to foodies

Marmite is positioning itself as a cooking ingredient in the latest evolution of its Love/Hate brand campaign.

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The Haute Cuisine/Hate Cuisine activity launches today (4 July) with a TV ad campaign, digital and print advertising including a Facebook page, recipe app and competition.

Unilever, which owns the brand, hopes the activity will pitch the brand against what it calls pretentious food and help “banish bland meals” and reconnect with consumers in their mid 20s and 30s.

The campaign includes a four-part online series starring comedian Dom Jolly spoofing celebrity chefs by showing how Marmite can be used in everyday cooking such as spaghetti bolognaise and poached eggs on crumpets and BBQ chicken.

The brand is also introducing two animated characters Dave – a frog – and Geoff – a snail – who will feature in the TV activity.

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